ABSTRACT
August 14, 2013 was a black day for the Muslim Brotherhood in Egypt and its supporters. This chapter shows how the Muslim Brotherhood adapted to new technologies and consciously included quotidian media practices in the development of their outreach strategies. It reviews this development through the lenses of both social movement theory and media practice, to read the communicative flanking of the Rabi'a events as the logical result of a long negotiation and adaptation process. The circulation of performative acts and their translocal resonance depict perfectly the appropriation of media practices in times of the convergence of online and offline activities through digitally-mediating platforms. The media resonance also created a digital bubble of popularity and assertiveness that did not correspond with the political realities on the ground. Despite being an effective digital force for a long time, in the aftermaths of Rabi'a, the Muslim Brotherhood in Egypt lost its status as a relevant political force completely for the time being.
